I first noticed it during a casual night out with a close friend—her luxury handbag was barely visible beneath an assortment of carefully picked plush characters dangling from it. A brilliant writer by profession and an adult in her thirties, my friend had converted her expensive accessory into a canvas of self-expression, carrying her love for anime, cartoons, and gaming culture. Amused by this, I quickly scrolled through social media and found a full-blown phenomenon: luxury handbags being deliberately made to look unserious by both Gen Z and millennials alike.
A trend that began with simple trinkets and keychains has evolved into an elaborate display of personal style. Stuffed animals, monogrammed keyrings, and hand-knotted cords have not-so-quietly replaced the simple bag charm that once modestly hung in the corner—making a strong case for the resurgence of maximalism. These aren’t merely accessories anymore—they’re statements, transforming otherwise ubiquitous designer bags into unique personal expressions.
‘Kidulting’, a macro trend, is at the core of this movement. Adults are finding comfort and joy in nostalgia and in things that connect them with their childhood. In uncertain times and global situations that are beyond an individual’s control, these whimsical additions offer a playful escape. This phenomenon parallels the dopamine dressing trend, where instead of injecting vibrance through clothing, fashion enthusiasts are now doing so with these playful charms. Names like Labubu, Monchhichi, and Crybaby have become part of the fashion lexicon, with rare, limited-edition plushies particularly coveted. It’s not simply about nostalgia, though—cuteness has become a form of social currency. Owning a Labubu marks you as the ‘cool kid’ who knows what’s trending.
Design houses have also noticed this trend and have incorporated it by offering their sophisticated luxury versions that fit the brand’s narrative. Whether it’s the Hermès leather charms or the Loewe animal and fruit charms—each piece can become a collector’s item in your collection. Others to join the wagon include Carolina Herrera, Valentino, Coach, Chloé, and COS—producing an accessory line of branded charms that perfectly complements their handbags. This is strictly for the fashion connoisseurs who would like to maintain a cohesive luxury aesthetic while still embracing the customisation trend.
The variety of charms available today is staggering. Jellycat’s soft creatures, Labubu’s quirky monsters, and Monchhichi’s nostalgic characters lead the pack, with styling options equally diverse. Some fashion-forwards wrap scarves around bag straps, adding a splash of colour, whilst others use chain charms to create a cascading effect. The true connoisseurs carefully space multiple plushies along handles, creating a balanced visual feast. Even celebrities have embraced the trend, with Rihanna, Ayo Edebiri, and BLACKPINK’s Lisa spotted with Labubu charms adorning their rare designer bags.
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